In an era where food transparency is more important than ever, Lay’s potato chips, one of the most iconic snack brands in the world, is undergoing a significant transformation. On October 9, 2025, the chip giant revealed its biggest rebranding effort in nearly a century, driven by a surprising concern—many of its customers apparently didn’t realize that Lay’s chips are made from “real potatoes.”
Yes, you read that right: real potatoes. Despite the fact that potatoes are front and center in the brand’s name and logo, Lay’s has discovered a startling truth about a chunk of its consumer base. According to the company, a staggering 42% of people who enjoy Lay’s chips didn’t know that their favorite snack was made from the humble, farm-grown potato. This revelation was the catalyst for a sweeping redesign that includes new packaging, a refreshed logo, and a strategic shift in the company’s messaging to emphasize the authenticity of its ingredients.
A Rebrand That’s Hard to Ignore
This major rebrand is not just about new colors and fonts—it represents Lay’s attempt to go back to its roots. The company has now committed to a more natural approach to its products, removing artificial flavors and colors from its chips sold in the U.S. The redesigned packaging will now proudly feature the phrase “Made with Real Potatoes” on every bag, a move that’s as much about education as it is about marketing.
The new bags feature updated imagery and more vibrant visuals, showcasing “close-up shots” of Lay’s products, allowing consumers to visually connect with the chips’ farm-grown origins. The bag colors themselves have also been carefully chosen to reflect the ingredients of the snacks: pickle green, hickory brown, and savory red, all designed to reinforce the authenticity of Lay’s core ingredients.
The sun in the logo has been given a warmer hue, with rays beaming outward to symbolize the “real” connection between the potato and the final product. The brand has even nicknamed these rays “Lay’s Rays,” giving the redesign a fun and personable touch. Carl Gerhards, Senior Director of Design for Global Lay’s at PepsiCo, described the overhaul as a “love letter to our origins,” further cementing the focus on the authenticity of the ingredients and the brand’s deep connection to its roots.
While the design changes are certainly eye-catching, they come with a broader, more urgent message: Lay’s wants to ensure that their customers know their chips come from real, farm-grown potatoes.
A Surprising Statistic: 42% Didn’t Know
Perhaps the most surprising detail in the announcement was the statistic that 42% of Lay’s chip consumers did not realize that their snack was made from actual potatoes. While the claim is shocking, Lay’s hasn’t clarified exactly how this data was gathered. The company did not disclose the details of any survey or study that would substantiate this figure, which has led to much speculation and even skepticism among online communities.
“I literally see a potato on the package. How is this possible?” one Reddit user quipped in response to the announcement. Others questioned the validity of the statistic, with some pointing out that it’s hard to believe so many people could remain oblivious to such a basic fact, especially when the potatoes are prominently featured on the bag. Another Reddit user mused, “I’m not sure if it’s just the marketing team trying to drum up some excitement or if people genuinely don’t understand what chips are made from.” The lack of details surrounding the study only deepened the mystery and invited further questioning.
Despite the backlash and confusion surrounding the statistic, Lay’s continues to stand behind its claim, reinforcing the importance of clarifying to its audience that their chips are made from real potatoes—an effort to bridge the knowledge gap, however surprising it may seem.
Why This Rebrand Matters
The primary focus of the rebrand is authenticity—ensuring that consumers know exactly what they’re eating. In today’s market, many snack food brands are under increasing pressure to be more transparent about their ingredients. Consumers are more health-conscious than ever, reading labels more carefully and seeking out foods that they can feel good about. Lay’s, a snack giant under PepsiCo’s umbrella, has long been a staple of American kitchens and snack cabinets, but as food trends evolve and consumers demand cleaner, more natural ingredients, Lay’s had to adapt.
By emphasizing that their chips are made with “real potatoes,” the company is responding to a wider trend in the food industry toward healthier, more recognizable ingredients. Whether it’s removing artificial ingredients or switching to healthier oils, like olive oil or avocado oil in their baked varieties, Lay’s is making an effort to align itself with evolving consumer preferences.
As Lay’s Senior Vice President of Global Marketing, Alexis Porter, mentioned, this rebrand is “a celebration of the humble, farm-grown potato” and the very foundation on which the brand was built. By highlighting the natural ingredients, Lay’s is embracing both its heritage and its future in a more health-conscious world.
A Look Ahead: Changes to Ingredients and Offerings
In line with its rebrand, Lay’s is making changes to some of its product ingredients as well. Specifically, the company is moving away from seed oils in some of its snacks, with the Lay’s Baked variety now using olive oil and the Kettle Cooked Reduced Fat Original Sea Salt chips using avocado oil. These changes are part of Lay’s broader effort to offer “new options” across PepsiCo’s food portfolio, with more innovations expected in 2026. This is another step in the company’s effort to improve the nutritional profile of its snacks while retaining the signature flavor consumers love.
PepsiCo’s commitment to improving ingredients aligns with a growing demand for transparency and healthier eating options in the food industry. As more brands shift away from artificial flavoring and additives, Lay’s rebranding effort seeks to take a leadership role in this movement, and the changes will likely be well-received by health-conscious consumers.
The Future of Lay’s: A Balancing Act Between Tradition and Innovation
As Lay’s evolves to meet new consumer expectations, the company finds itself balancing tradition and innovation. While the new bags and ingredient changes reflect a desire to modernize the brand, the company’s core message remains the same: Lay’s chips are made from real, farm-grown potatoes. This simple, timeless fact has been at the heart of the brand since it first hit the market nearly 100 years ago, and Lay’s is betting that emphasizing this truth will win over a new generation of consumers.
However, the company’s major rebrand also invites broader questions about how well consumers actually understand the food they consume. While it’s hard to believe that so many people would be confused about a chip’s primary ingredient, it’s possible that Lay’s is responding to a growing trend of food misinformation or confusion, especially in a landscape where food labeling and ingredient sourcing can often be opaque. By doubling down on its authenticity message, Lay’s hopes to build consumer trust and reinforce its place as one of the most reliable snack brands on the market.
Conclusion: Will the Rebrand Work?
Only time will tell whether this bold rebrand will resonate with consumers, especially with the skepticism surrounding the surprising statistic. However, Lay’s has undoubtedly made a statement with its revamped identity. By prioritizing transparency and celebrating its farm-grown origins, the brand is positioning itself as a modern snack company that understands its consumer base and is ready to evolve with the times.
As consumers become more health-conscious and demand better, more natural ingredients, Lay’s rebrand may just be the refresh it needs to maintain its relevance for another 100 years.
